Craig Daitch has an impressive marketing background, but he also is known as a start-up junkie. When you try to get start-ups to be noticed by people who never heard of them, you have to be creative with your marketing.

Craig Daitch of Ford Motor Co. spoke at the AMA-SWMI Event on Thursday, May 17, 2012.

Craig describes himself as each an emerging media consultant, an agency innovation specialist, and a leading digital communication strategist. After hearing what he had to say, it's really tough to argue with him.

Craig quickly proved that he was NOT just another "me-too" guy reciting the same tired stuff about how to use social media. (Get Followers, Engage with your social media contacts, use all of the platforms, Your business can't survive if you aren't on Facebook/Twitter/LinkedIn/Pinterest/etc.)

Personally, he had my attention when he gave a story to make the point that a Facebook Fan is worth exactly $0. A Fan is not worth anything. The real value of that social media connection comes from the relationship you build with that Facebook Fan (or Twitter Follower, LinkedIn Connection, etc.).

That is when people become excited to spread the word about you (or your company). They WANT to promote people and companies who are trying to make their neighborhoods better, especially when they are part of OUR neighborhoods. Although, we tend to be impressed with altruistic efforts even when they only affect people that we'll never meet.

Craig gave several example, but the example that made the strongest impression on me involved Huggies diapers, a shelter in Atlanta, and Ford. I did not verify this story, but here is my understanding of how it went.

A woman connected to a shelter in Atlanta got an offer from Huggies. Either Huggies or some other company offered to donate 50,000 Huggies diapers to this shelter. However, this donor required that these diapers had to be transported correctly via a proper commercial vehicle.

This woman sent a message to many major car companies through Twitter.

Craig saw this call for help, and he made some phone calls (or sent Tweets) to Atlanta Area dealers.

One of these dealers had an F-650 available for this woman at the Shelter to use.

This woman did not even own a Ford, but do you think she shared this story with a few people? Do you think any of those people were impressed?

Ford did not have to praise their own social efforts. People were inspired to share this story, not coerced.

Craig Daitch also mentioned that Ford also capitalized by using social media to report on different contests. In each contest, people received Ford vehicles for free, but they had to provide feedback. One contest gave a prize to the driver who drove the car most fuel efficiently.

When we have a purpose to serve or involve the community, other people are a lot more likely to be interested than if we're always talking about ourselves.

Craig Daitch gave the audience what it came to see. He is a great speaker with tremendous focus while still maintaining a personal touch. His examples he shared with the group were truly thought-inspiring.

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